Marketing Strategy for Essie - L’Oreal Group
Overview:
L’Oreal Group wants a new perspective on strategizing & disseminating L’Oreal’s initiatives toward sustainability, more specifically for consumer brands within L’Oreal . Essie is the brand we chose.
Problem:
Consumers do not have enough information on how to properly dispose/recycle used nail polishes.
Proposition:
A collection system that facilitates the recycling/reusing of empty nail polish bottles for individuals and salons whilst collaborating with artists to redesign the reused bottles with recycled paints.
How it works
You will drop off used nail polish bottles at the retailer or nail salon of your choice. The bottles are then collected to be recycled and reused at the recycling facility. The content inside the bottles ( nail polish paint ) will be taken out and aggregated into acrylic paint & the bottles will be cleaned to be reused. Once the process is done, the acrylic paint and the bottles will be used towards special packaging for artist collaborations. Artist collaboration nail polishes are then either sold to individuals or to be claimed as part of a reward for our program participants.
Retailer placement mock up
Artist collaboration mock up
Design Thinking
Ad placements for User Testing
Insights from the facebook ad
Research
What I learned
My team faced challenges developing a system that can benefit all the stakeholders while still able to bring in profits for Essie. In the midst of a pandemic, we had to quickly adapt to remote collaborative working and pivot our research methods to better support our proposition.